The television upfronts are an odd thing for marketers. On one hand, they’re kind of antiquated: the idea of major advertisers and buyers gathering in person every year in New York to watch live presentations about the networks’ upcoming programming lineups feels a bit unnecessary in this digital age.

Mother’s Day marketing paradoxically can be both easy and difficult for brands. On one hand, the holiday has so many well-established traditions—flowers, brunches, family celebrations, etc.—that pulling together an acceptable, innocuous campaign is relatively simple.